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Far from cannibalizing American consumers' television viewing, the increasing array of options for watching TV and video appears to be adding to their total viewing time--enabling people to access entertainment whenever and wherever it suits them. How, where, and when consumers watch is split along demographic lines--and is continually shifting.

Timeshifted TV Viewing

More than a third of U.S. consumers age XX and older (XX%) own or use DVRs, and XX% watch Video-On-Demand (VOD), according to Edison Research and Arbitron.

In Xth quarter 2010, the average American watched two hours and XX minutes of timeshifted TV per week (including households with and without DVRs). Nearly four in XX households (XX%) that have televisions also have DVRs as of February 2011, according to Nielsen.

DVR usage is highest among adults ages XX-XX, who watched more than XX hours per month of TV recorded on DVR in Xth quarter 2010. Teens and adults ages XX-XX are least likely to watch programs recorded on DVRs, and most likely to watch videos on their mobile phones.

Non-Hispanic Whites are the heaviest users of DVRs, while African Americans watch the most live TV and DVD video. Hispanic households are least likely to own DVRs--only XX% have them, compared to XX% of overall U.S. households with TVs.

Online Video

More than half of Americans age XX and older (XX%) watch online video, according to Edison and Arbitron. Nearly half (XX%) watch videos on YouTube. Three in XX (XX%) have watched videos on YouTube in the past week, and XX% have watched in the past month. The audience for online video has tripled in the past five years--XX% watch in a typical week in 2011, up from XX% in 2006. Online video viewers spend an average of three hours, XX minutes per week watching in this format, up from two hours, XX minutes in 2008.

Nearly XXX million Americans watched videos online via computers in January 2011; women (XX%) are more likely than men (XX%) to watch online video, according to Nielsen.

More than XXX million U.S. Internet users watched online videos in April 2011, spending an average of almost XX hours watching that month, according to comScore. Google was the top source for video--primarily due to Google-owned YouTube.

Users of social networking sites are more likely than online adults overall to visit network TV and other broadcast media websites--XX% of social network users and blog readers visited TV network sites in January 2011, compared to XX% of all online Americans, according to Nielsen. Half of Facebook users and XX% of Twitter users visited TV network and broadcast media during that time.

Connected TVs

Three in XX U.S. households have at least one TV set that's connected to the Internet--whether directly, through videogame systems, or via Blu-Ray players--up from XX% in 2010, according to Leichtman Research Group. One in XX U.S. adults (XX%) watch online video using these devices at least once a week, up from X% in 2010. Much of the increase is due to Netflix usage; XX% of Netflix subscribers watch videos from the Internet weekly, compared to X% among non-subscribers.

Nearly a quarter of U.S. households (XX%) have Internet-connected videogame systems, XX% have Internet-connected TVs, and X% have Internet-connected Blu-Ray players (some households have more than one connected device).

Mobile Video

Nearly XX million mobile subscribers (X%) watched videos on their mobile phones in Xth quarter 2010--a XX% increase from 2009. Teens ages XX-XX watched an average of seven hours and XX minutes of video per month on mobile phones in Xth quarter 2010, compared to an average of four hours and XX minutes for all mobile subscribers, according to Nielsen.

Nearly half of all smartphone owners (XX%) watch videos on their phones in a typical week, according to Google/Ipsos OTX Media CT. More than four in XX (XX%) visit video sharing websites on their smartphones, while XX% visit full-length TV programming websites.

Cable and Satellite Still Strong

Nearly nine in XX U.S. households (XX%) subscribe to a pay television service--XX% to cable, XX% to satellite, and XX% to fiber optic (some subscribe to more than one), according to the Consumer Electronics Association. Fewer than one in XX (X%) get their TV service exclusively through antenna reception. More than three quarters (XX%) say they're unlikely or very unlikely to cancel their pay TV service, and only XX% say they're likely or very likely to do so.

Despite the growing popularity of alternate screens, cable TV and satellite subscriptions have remained steady for the past five years, at about XX% of U.S. households, according to Edison and Arbitron. Even among monthly viewers of online streaming TV content, traditional television accounts for more than three hours of viewing per day--three hours, XX minutes, compared to three hours, XX minutes among the overall population. [See also related story on page XX] [TELEVISION, ENTERTAINMENT, ONLINE, MOBILE]